The Perfect Sales Funnel – Picking The Right Market
Continuing with our series about how to create the perfect sales funnel, we now wil talk about how to pick the right market.
There are 3 types of markets you can target: Passion, Pain or a Combination of the two. A passion market is something that people passionately pursue and spend money on, like hobbies. The more expensive the passion, the better. A pain market is one that solves a problem, like weight loss. And a combination market is a mix of the two. For example, it could be the dating niche where people are desperate to meet someone, but once they do, they have a passion to make the relationship work.
When dealing with a pain market, the bigger the pain the greater the urgency to solve the pain, and the easier it will be to convert. People who want to solve a problem right now are ready to buy right now. But when it comes to passion markets, it’s best to create a greater sense of urgency by having sales that expire.
Pick a market that is big enough that you don’t run out of prospects or advertising options, and small enough that you can solve specific problems for them. Also, choose something evergreen. Obviously gardening or Christmas décor is very seasonal, while Internet marketing changes so fast your funnel will be outdated in six months. Instead, pick something people need year round that doesn’t change greatly from one year to the next, such as dating, weight loss, parenting and so forth.
Creating Your Squeeze Page
As you know, the purpose of your squeeze page is to sell people on giving you their email address in exchange for your free gift. But a good squeeze page does more than this – it also prequalifies the prospect, ensuring that you are only attracting the specific group of people who will be interested in your particular niche and the products you promote.
So if your target market is guys who recently ended a long term relationship and are looking to get back into dating, your squeeze page is going to speak directly to them – not to guys who have been single and playing the field for years or to guys in a relationship. And if your target market is people who take luxury vacations, your page will speak directly to that market and completely exclude vacationers on a budget.
And because your entire list is being built from one squeeze page, it’s very easy to tweak and test that page to maximize your conversions.
As you know, your headline is the most important thing on the page. It’s got to be so compelling, they would stay to read the rest of the copy and fill out the form even if they were late to receive their lottery check or if their dinner was on fire.
The sub-headline clarifies the headline and tells the person what to do next. It also adds urgency. If this sounds like a lot, it is. Getting the copy just right on your squeeze page makes the difference between 20% conversions and 50% conversions, so invest time getting this right.
The sole purpose of the button copy is to get the click. That’s it. Here’s button copy you should test against whatever else you want to try, “Click Here to Download.” It’s been proven to work really well and beat most controls, so give it a try. Also, make your button stand out from everything else on the page, so the viewer cannot possibly miss it.
Your Free Gift
This has to provide real value to the subscriber. It might relieve a pain, solve a problem, satisfy a burning curiosity, help them to accomplish a goal, etc., but whatever it is, it’s got to be something people WANT. If it’s so good people would PAY for it then you’ve likely got a winner.
Don’t confuse your prospect at this point. If your free gift has 100 different benefits for the subscriber, your offer will be diluted. Instead, focus on the ONE BIG benefit this free gift is going to give them.
Your Thank You Page
This is where you make a DYNAMITE offer that they will see only ONCE. It’s a super limited time, one time only, get it now or lose it forever kind of deal. The value should be through the roof and it’s got to be worth far, far more than the asking price. As an example, this is a great place to offer a best selling $97 product for $9.99.
An alternative is to offer a $1 trial into a hot membership. If you can also offer a lower monthly rate on a high priced membership, or if the membership is in the $7-$20 a month category, you should do great.
Remember, you want to promote something on the Thank You Page because this is where you want to break even. That is, if you’re buying advertising, you want the profits from your Thank You Page to PAY for your advertising, so everything else you make in your funnels is pure profit.
Tools To Build The Perfect Sales Funnel
Get a FREE copy of my recent ebook titled “5 Mistakes You Make With Your Sales Funnels” and learn how to avoid them.
Until next of the series
To your success